indifference between the GM and non-GM foods is unlikely to induce the consumer’s
willingness to buy GM foods.
Our results also show that the consumer WTP for non-GM foods varies among
demographic characteristics. Specifically, female respondents, those aged between 35 and 60,
and non-White respondents are willing to pay a higher premium for non-GM foods than other
groups. This finding is useful to the government, food industry and consumer groups for
designing appropriate programs to educate the consumer about GMOs and GM foods targeted to
different demographic groups.
Conclusions
In this study, we attempt to investigate consumer attitudes toward GM foods and to elicit
WTP for non-GM foods. The empirical results indicate that the consumer acceptance toward GM
foods is affected by attitudinal factors, such as risk perception, environmental impacts, opinion
on GM food labeling, perceived difference between GM and non-GM foods, and the potential
benefits of GM foods. Among all, the high risk associated with GM foods as perceived by the
respondents is found to be the main hindrance to the consumer’s acceptance of such foods, which
reinforces the necessity to educate the general public to be more aware of GM foods with more
unbiased scientific information. Also, the result points to the importance of GM food labeling,
implying the need to provide the consumer with more information on GM foods so that the
consumer confidence can be established. Moreover, the price factor is significant in determining
consuming GM foods, suggesting that lower price can be a useful tool to stimulate GM food
consumption.
The results of WTP indicate that the survey respondents are willing to pay a premium in
order to differentiate between GM and non-GM foods. This implies that producers of non-GM
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